Kenshoo also reports gains for Bing and Yahoo for the third quarter.
Thad Rueter , Senior Editor
Global spending on paid search marketing increased 24% year over year in the third quarter of 2012, according to a new report from Kenshoo Inc., which provides software to help retailers manage paid search and online marketing programs. Global spending increased 4% quarter over quarter in the third quarter, Kenshoo says in its “Global Search Advertising Trends” report for October 2012.
The report aggregates data from such search engines as Google, Bing, China-based Baidu and Yahoo Japan.
After decreasing for four consecutive quarters, the global average cost per click increased in both the second and third quarters of 2012. In the second quarter, it stood at 43 cents, up from 40 cents in the first quarter of 2012. In the third quarter, global cost per clicks reached 46 cents. Still, that’s down from the second quarter of 2011, when the global average cost per click was 52 cents, which represented an 18-month high.
Global click-through rates for the third quarter of 2012 were 1.31%, up from 1.14% in the second quarter and up 1.17% year over year.
The report brought postive news for Bing, the search engine owned by Microsoft Corp. that also powers searches on Yahoo. The Bing/Yahoo network in the third quarter had an average U.S. click-through rate of 1.61%, compared with 1.25% for Google. A year ago, in the third quarter of 2011, Bing/Yahoo had a click-through rate of 1.18%, compared with 1.08% for Google.
Average cost per clicks in the United States stood at 66 cents in the third quarter of 2012 for Bing/Yahoo, compared with 45 cents for Google. In the same period a year ago, the Bing/Yahoo cost per click was 63 cents, compared with 49 cents for Google, Kenshoo says.